Tu – Summer Campaign
Position Tu as a credible, fashion-forward and supportive brand, offering on-trend choice at amazing value with an unprecedented summer collection for all the family, helping to drive visits to the website and create noise in a crowded competitive market
We tapped into the key insight that body confidence isn’t about how you look, it’s about how you feel and by channelling the confidence of your inner child everyone can dress for joy.
We created a news story around how as a nation, we desperately struggle with our self-confidence when it comes to dressing. From our hair to our weight, our research showed that adults say more than 1,000 negative things about themselves each year and often struggle finding clothing they feel comfortable in.
We teamed up with presenter and TV host Zoe Hardman to create a selection of imagery and video assets showcasing her children comparing outfits she’d choose vs outfits they’d choose, showing how ‘embracing your inner child’ and adopting a more carefree attitude to dressing can help the nation dress for joy. We also worked with self-celebration expert Sarah Powell to create a bank of top tips advising consumers on how to find the childlike joy in wearing things. We pitched the assets, along with our research, to key national and lifestyle publications.
45 pieces of coverage across national and regional publications (with 68% being tier one titles and 100% of the coverage including the key campaign messaging). Our radio day saw 17 radio interviews take place with 1.8M estimated listeners. And we secured two print interview hits in Closer magazine and Hello!
The campaign showcased Tu as the go-to destination or summer clothing offering a range of bright, bold items for customers to feel good in. Increased social sentiment with the social content receiving positive responses from celebrities and influencers including Ashley James, Sarah-Jayne Mee and Lydsey Harrison. The campaign delivered hero pieces of coverage including the front page of Daily Express, Daily Mirror, Hello! and Closer magazine.